Really, this snippet from the OMB website says it all:
Tips for better results:
* Check your syntax.
* Make sure to use the correct spelling.
* Use the correct case (uppercase for capitalized names, lowercase for common words and phrases).
* Use a comma to separate capitalized names or phrases.
For example: Richard Cheney, George W. Bush
* Try synonyms and variations of words.
For example: CDROM, CD-ROM
I'm sure it's just coincidence that Vice-Emperor Chee-neeh is listed first. An accident, even.